Coca-Cola India, in collaboration with the Department of Posts, on Thursday released a commemorative Special Cover to mark the 50th anniversary of Maaza, celebrating the beverage brand’s five-decade association with Indian mangoes. The release coincided with National Mango Day, during which mango farmers associated with Project Unnati by Anandana – The Coca-Cola India Foundation were also felicitated for their contribution to preserving India’s mango heritage.
The Special Cover was unveiled by Union Minister for Food Processing Industries and Department of Posts, ChiragPaswan, in the presence of senior officials from the Department of Posts, Coca-Cola India, bottling partners, mango supplier Foods & Inns Ltd., and NGO partner CENDECT. Titled “Celebrating 50 Years of Mango in a Bottle”, the philatelic cover features artwork inspired by mango orchards and the iconic Maaza bottle, commemorating the brand’s journey since its launch in 1976.
Addressing the event, Paswan said strengthening food processing and agricultural value chains would create greater opportunities for farmers while adding value to India’s agricultural produce. Coca-Cola India officials highlighted Maaza’s sourcing network, technology support for farmers and integrated supply chain that connects orchards, processors, bottlers and retailers across the country.
West Bengal remains an important market for fruit-based beverages, with Kolkata witnessing sustained demand during the summer season through organised retail, neighbourhood stores and the hospitality sector. Industry observers say Maaza’s 50-year milestone and nationwide celebrations could further reinforce consumer engagement in eastern India, where mango-based drinks continue to enjoy strong seasonal demand. The recognition of mango farmers and emphasis on strengthening agricultural value chains is also expected to resonate with consumers and stakeholders in the region’s growing food processing ecosystem.